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How to Start Ideating | Grace Rodriguez & Marcus Rydberg (Co-Founder/CTO, Luminare)

February 13 @ 3:00 pm - 4:00 pm


RSVP “When inspiration doesn’t come, I go halfway to meet it.” ~ Sigmund Freud

Brainstorming, imagineering, thinking outside the box, disrupting … whatever you want to call the process of developing new and novel business approaches, most can agree that it is essential to innovation. You cannot will a new idea. But you can train your imagination, like a muscle with regular exercise, to look at concepts from different contexts and seek unifying threads, identify unique patterns, weave new ones, or shred and bind them together into new ideas and insights.

As companies evolve their business strategies to become more social and collaborative, the role of ideation is more important than ever. From targeted campaigns to broader initiatives, companies must commit time to effective ideation in order to avoid the common pitfalls of poorly executed efforts:

  • Very few — if any — breakthrough ideas
  • Off-target or lackluster solutions to assumed problems
  • Lack of connection with customers and target audiences
  • Loss of time and money on ineffective deliverables

Join Grace Rodriguez, Co-Founder and Chief Experience Officer of Station Houston, and Marcus Rydberg, Co-Founder and CTO of Luminare, in an interactive design-thinking session that will walk you through a variety of ways to clarify your vision, position your company, frame your challenges, develop new and novel ideas for products and/or campaigns, and refine them for further improvement. Come prepared with your most pressing “vision”-related question to get the most out of this hands-on workshop.


  • Aspiring entrepreneurs seeking to define and refine their “Big Idea”
  • Startup founders iterating on their current products and/or offering
  • Startups looking to refine and improve their branding efforts


  • How to engage customers and leverage their feedback
  • How to mine and mash up trends for new ideas
  • How to use your whole brain to help your business!


Marcus Rydberg studied computer science at The Royal Institute of Technology in Stockholm. In 2009 Marcus put his software developer and architect skills to use to co-found Artlilect, a company which builds business intelligence platforms and specializes in fetching, storing and refining big data. At Luminare, Marcus is our lead product developer, rapid prototype sensei and all around technology genius. Marcus is always ready to do the right thing—his strict discipline and refusal to take the short-cut results in well-thought-out, intelligent decisions which mean ease and workability for our clients down the road.

Grace Rodriguez catalyzes social innovation and impact as Co-Founder and Chief Experience Officer (CXO) of Station Houston, Advisor at TMCx (Texas Medical Center Accelerator), and lead organizer of the Women In Tech:Houston initiative. She has helped spread ideas and shape experiences as Creative Director for TED’s TEDActive conference, and as co-creator/-producer of C2 Create, CoHouston, TEDxHouston and TEDxYouth@Houston. Passionate about giving back, Grace serves diverse nonprofit organizations and cultural initiatives in the Houston area, including Writers In The Schools (WITS), Houston Arts Alliance, and the Houston Zoo.

This is part of Station’s “How to Start” Series, held the First through Fourth Tuesday of every month:

  • Part 1: How to Start a Startup
  • Part 2: How to Start Ideating
  • Part 3: How to Start Building
  • Part 4: How to Start Selling

Did you know? Station Programs Subscribers receive FREE access to all Station Houston programming & networking events. Subscribe to Station Houston Programs today!


February 13
3:00 pm - 4:00 pm
Event Category:


Station Houston


Station Houston
1301 Fannin St. Suite 2440
Houston, TX 77002 United States
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Station connects Houston’s technology startups and innovation ecosystem through high-impact programs and community-driven meetups and events. To access all of our educational programs — as well as exclusive members-only networking events — become a Station Subscriber. To host an event at Station, please fill out our Event Form.